What is Bluesky, and Should Social Media Marketers Focus on It in 2025?

After the November 2024 elections, one app saw an increase of users by the millions at a rapid rate – Bluesky. This text-based app has been open to the public since February 2024. With over 27 million users, this app is only steadily growing in popularity. Created by former Twitter CEO Jack Dorsey, this app is becoming an increasingly important part of social media marketing.

What is Bluesky?

Bluesky emerged as an alternative to traditional networks like Twitter and Facebook. Initially conceptualized as a project within Twitter, Bluesky was designed to develop an open and interoperable social media protocol called the AT Protocol (Authenticated Transfer Protocol). In simple terms, it aims to give users and developers more control over their social media experience.

Bluesky’s defining features include:

• Decentralization: Unlike platforms controlled by a single entity, this app operates on a decentralized network. This structure gives users greater autonomy over their data and prevents corporate monopolies.
• Custom Algorithms: Users can choose from a variety of algorithms to control what content they see, fostering a personalized experience.
• Interoperability: With its open protocol, Bluesky encourages cross-platform interactions, allowing users to connect with multiple networks seamlessly.
• Privacy and Control: The platform emphasizes user privacy and data ownership, resonating with audiences concerned about intrusive ads and data tracking.

Bluesky’s Growth in 2025

Since its public launch in February 2024, Bluesky has gained a loyal user base, particularly among tech-savvy individuals, creators, and those seeking an alternative to mainstream platforms. While it hasn’t reached the scale of giants like Instagram or TikTok, its unique approach appeals to niche communities and those tired of algorithmic manipulation and invasive ads.

Is Bluesky a Good Platform for Social Media Marketers?

Here are the pros and cons for marketers considering if this new popular platform is right for their marketing strategies:

Pros:

Early Mover Advantage:

 Bluesky is still relatively new. So, right now, marketers looking to break into this app can build a strong presence before it becomes over-saturated.

Engaged Communities: 

The platform’s user base is small but highly engaged, offering meaningful interactions and authentic brand-building opportunities.

Customization Opportunities: 

With custom algorithms and decentralized features, marketers can experiment with innovative ways to reach their audience.

Ethical Marketing Appeal: 

Bluesky’s emphasis on privacy and user control aligns with the growing consumer demand for ethical marketing practices.

Cons:

Limited Reach

Bluesky might not deliver the same visibility scale with a smaller audience than established platforms.

Learning Curve

The platform’s decentralized nature and technical aspects may require additional effort to understand and navigate.

Ad Ecosystem Development

The platform doesn’t yet have a robust advertising infrastructure, so marketers must rely more on organic engagement.

Uncertain Growth

As with any emerging platform, there’s no guarantee that Bluesky will achieve mass adoption.

How to Approach Bluesky in 2025

If you’re considering Bluesky for your marketing strategy, here’s how to make the most of it:

1. Experiment with Content: Use the platform’s unique features to experiment with content that might not work on traditional platforms.
2. Engage with Niche Communities: Build relationships with the engaged and tech-forward audience that it attracts.
3. Monitor Trends: Stay informed about platform updates and emerging best practices.
4. Leverage Cross-Platform Strategies: Use it to complement your efforts on other platforms, creating a multi-channel presence.

Should You Use This Platform in Your Social Media Marketing Strategy?

Bluesky offers a fresh take on social media, emphasizing decentralization, privacy, and user autonomy. While it may not yet rival the reach of mainstream platforms, it presents exciting opportunities for marketers willing to innovate and connect with engaged niche audiences. If your brand values transparency, community engagement, and ethical marketing, this platform could be a valuable addition to your strategy in 2025. However, its utility will depend on your ability to adapt to its unique ecosystem and align it with your broader marketing goals.

Stay up to date with the latest social media news and marketing strategies by following us! At Northwest Media Collective, we know how vital it is for any business to build a strong social media presence.